In the rapidly evolving landscape of mobile gaming, the freemium model dominates, allowing players to enjoy games without upfront costs. However, developers face a significant challenge: only a small fraction of players make in-game purchases.
Converting a player into a paying customer is a notable achievement, but the journey doesn’t end there. After a player makes their first purchase, only 28.81% are likely to make a second.
This statistic underscores the importance of not just securing that first transaction but also fostering ongoing spending to ensure sustained revenue growth. Here, we explore effective strategies that developers can implement to convert players into paying customers.
Engaging Diverse Demographics
Historically, mobile game marketing has predominantly targeted a male audience. However, this approach overlooks a significant demographic: female gamers.
Statistics reveal that women engage in gaming sessions that last 25% longer than their male counterparts and are more likely to spend on in-game purchases. By recognizing women as an essential segment of the gaming community, developers can tailor their marketing strategies to better cater to this audience.
This adaptation could involve designing female-centric characters, storylines, and promotional materials that resonate more with women, ultimately enhancing purchase rates.
Gaming companies should swiftly adapt to embrace this new and highly valuable demographic. Industry leaders recognize that agile companies who do cater to female gamers, will outpace legacy businesses with a sole focus on male players.
Go Beyond Traditional Channels
This year, the global audience for gaming live streaming is expected to hit one billion. By 2025, this number is projected to grow to 1.4B, showing a compound annual growth rate (CAGR) of 16.3% since 2020, when the viewership was over.
The main leaders of livestreaming are platforms like Twitch, YouTube and Facebook Gaming. The competition for viewer attention is fierce here, and costs for this attention is super high. Marketers can diversify their promotional strategies by exploring alternative platforms:
- Kick: More than 80 million users accessed Kick in April 2023, marking a new high for the platform. Tier-1 countries, especially those where English is widely spoken, have shown the most interest in the platform. At 54%, the United States is the top destination. Kick primarily appeals to males between the ages of 18 and 34. Users of Kick.com are especially interested in three categories: Games, Video Game Consoles and Accessories, and News.
- BIGO: The majority of platforms’ users are male of 25-34 years primarily from Saudi Arabia, Turkiye, Brazil, Indonesia. Most of the users come from the countries in MENA region, followed by LATAM and SEA. The main difference between BIGO Live and Twitch is that non-gaming content is still prevailing on BIGO.
- Afreeka TV: Given that afreecaatv’s PC and mobile apps provide worldwide access to live-streaming content, it’s clear that this service is an excellent option for viewers. Males in their twenties comprise most of the platforms’ user bases—more men (85.5%) than women (14.5%).
- Torvo: The majority of the platforms’ audience are male users of 25-34 years from Eastern Europe, South America and MENA. Almost half of the content is in Russian, followed by Arabic. Spanish and Portuguese also have a solid share (9%) due to the platform’s popularity in LATAM. Streams on Trovo aren’t limited to mobile titles only and offer a variety of options.
These platforms often offer a cost-effective way to reach audiences while maintaining performance metrics. By tapping into these lesser-utilized channels, developers can reduce influencer placement costs and still achieve impressive results.
Harness the Power of Influencers and Community
Engaging influencers to showcase premium content or review in-game purchases creates a powerful incentive for their followers to buy. When players see their favorite creators enjoying paid features, they may feel motivated to make similar purchases.
Developers can amplify this effect by offering exclusive promo codes through influencers and creating time-limited offers to instill a sense of urgency.
Authenticity that creators have helps them to build a sense of community around them and the game. in-game purchases can drive conversions. Encouraging players to share their positive experiences and testimonials can create social proof, making others more likely to spend. An actively engaged and passionate community forms the bedrock of any successful game, encompassing devoted followers across platforms.
Gaming marketers can leverage this by engaging with viewers’ comments, chatbots for automating tasks such as including links, announcing upcoming events, and answering frequently asked questions, and Call to Action (CTA) during live streams that hold contests and giveaways.
Leverage the Power of Partnerships
Partnerships with well-known brands can be a game-changer in mobile game monetization. Collaborating with popular movies, sports teams, or musicians to offer exclusive in-game items can create excitement and urgency among players. That’s how Travis Scott’s virtual concert in “Fortnite” attracted over 12 million viewers.
For instance, integrating a limited-time character from a blockbuster film or exclusive skins representing a famous sports team can tap into the loyalty of fans. These partnerships not only enhance the gaming experience but also encourage players to make purchases they might not have considered otherwise.
Conclusion
As the mobile gaming market continues to expand, those who adapt their strategies to meet the evolving needs and preferences of players will be best positioned for success in the year ahead.
By fostering a culture of engagement and value, developers can transform casual players into loyal, paying customers, ensuring sustainable revenue growth in the competitive mobile gaming landscape.